Three years ago, remarketing was an unknown term by many marketeers. But now, who could think about a Display campaign without using remarketing? From a very basic approach at the beginning: retarget users that have been on your website when they are surfing on the web, we have moved to a much more complex form of targeting.
Let’s have a look at the way Google introduced remarketing & developed it to better understand the potential of this new form of targeting:
Since the launch of Google Analytics solution (GA) in 2005, our user interface is constantly changing, improving, and integrating more and more aspects of the massive "Big Data". It became even more important with the latest changes in customer behaviour and multi-device navigation issues. GA seems now the most suitable free technology to track user behaviour and catch some powerful insight for a website. In fact, we estimate that 70% of website is GA tagged and that represents one page out of two on the web.
My colleague Stephane has recently asked me to write an article about the new advertising formats on Google and the evolution of Search Marketing. Indeed, having worked for over 7 years in the industry, I am sometimes considered by some as 'old'. Also, having participated in the opening of the Google office in Belgium, there are a couple of unique stories of early Google years that come to mind.
This Summer of 2013, Google Analytics is rolling out its new segmentation. Segmentation was a key feature when launched in October 2008 (http://analytics.blogspot.be/2008/10/more-enterprise-class-features-added-to.html). Since then it has allowed Digital Analysts to easily access the right “groups” of visits they wanted to analyze right into the interface of Google Analytics.
